Complex social media director Carmen Villafañe wrote in the blog post:

Facebook was the perfect platform to incorporate in Complex’s epic Wale and Seinfeld December/January cover story because it would make the most impact. The ability to reach the largest audience with the video player, gauge the reaction in real-time with insights and the ability to leverage Wale’s and Seinfeld’s presence made it a huge moment for Complex.

Complex’s mission is to make culture pop, and I really can’t think of a more real-time example of that than a full-circle Facebook experience to bring people into a cover story, rather than just promote it.